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Walmart collaborated with two influencers who got their start on TikTok for a shoppable music video. Walmart鈥檚 campaign targets Gen Alpha by incorporating kids鈥� slang and fashion trends, and features Taylen Briggs, an elementary school-aged TikToker. Viewers can shop the 250 back-to-school products featured via a YouTube link or Roku鈥檚 text-to-shop feature.

The retailer is in the midst of bringing those capabilities to rural areas with smaller, highly automated delivery centers鈥攁 move that could help it compete more effectively with Walmart, which currently has the advantage in those regions thanks to its extensive store footprint and the ability to use those locations to get orders to customers faster.

FMNs are modeled on retail media networks (RMNs) pioneered by Amazon and Walmart. But unlike RMNs, FMNs capture retailer-agnostic data鈥攁nd therefore a fuller picture of customers鈥� spending. Many FMNs are being built on top of existing reward programs and have built-in reward functionalities alongside advertising. FMNs let banks tap a lucrative advertising opportunity.

Taking that away鈥攐r just making it harder to access鈥攃ould cause more shoppers to begin their online shopping journey on platforms other than Amazon, which in turn could affect the retailer鈥檚 outsize hold on retail media dollars and open the door to competitors like Walmart to make a meaningful play for ecommerce market share. Go further: Read our latest report on the Path to Purchase 2024.

Why it matters: Streaming subscriptions are quickly becoming a must-have for delivery memberships as they try to attract customers and differentiate themselves from competitors: Instacart has Peacock, Walmart has Paramount+, and Amazon, of course, has its own Prime Video service.

Amazon, Walmart, and other retailers are personalizing shopper journeys via chatbots and AI-powered enhancements to the standard search experience. As a result, consumers will come to expect鈥攁nd perhaps appreciate鈥攇enAI across every search interface. For more on search advertising on retail media networks, see our June 2024 report, 鈥淩etail Media Search Forecast and Trends 2024.鈥�.

Companies such as Planet Fitness, Walmart, and Target are all expanding in-store media with a focus on tracking conversion using QR codes and other techniques. What does this mean for advertisers? OOH ad spending will buck the declines seen in other traditional media. OOH ad spending will continue to grow.

But they still have much work to do to steal share from Amazon Ads and Walmart Connect, the latter of which is No. 2 in buyer awareness and activity. Download our survey data in full here. Our complete estimates for retail media ad spending in Canada can be accessed via our website鈥檚 interactive forecast module. Retail media is now a major digital advertising channel.

Amazon (74%), Walmart (57%), and Target (49%) are the top retailers CTV users say they鈥檒l shop at this holiday season, the report found. Nearly a third (30%) say they鈥檒l do all their holiday shopping at the big three. Men are more likely to spend more this holiday season. Over half of men (52%) say they will increase their holiday shopping spending this year, compared with only a third (30%) of women.

As Walmart demonstrates with its AR showrooms, the next step will be integrating conversational AI into these immersive environments. Shoppers may interact with AI assistants within virtual storefronts, getting real-time advice as they virtually try on clothes or arrange furniture in digital homes. What does this mean for marketers?

In June, Walmart announced it would implement digital shelf labels at 2,300 stores by 2026. Regional grocer Hy-Vee followed suit in July, sharing it would adopt digital shelf tags for over 230 of its stores. Aldi will deploy Instacart鈥檚 Carrot Tags in-store as part of its expanded partnership with the grocery intermediary.

Why it matters: By enhancing the customer experience online and in-store, Aldi is better positioned to compete with other low-priced retailers like Walmart or Dollar General. Out-of-stocks are the top pain point when shopping in store, according to 39% of US adults, per February 2024 data from the Path to Purchase Institute in conjunction with Great Northern In-Store.

Fashion shoppers are most likely to convert into buyers for new brands or styles on retail sites such as Amazon, Walmart, Target, and Macy鈥檚. Discovery happens most often in-store, but online convenience is compelling. Retailer websites and apps generate more conversions across the categories of clothing, shoes, and accessories.

But that is a little bit unique to Target, maybe Walmart, that people use the apps in-store to navigate. I think for other brands and for those retailers as well, what's important is, once again, social media.

Consumers are using the internet and social media to a great extent for healthcare purposes. Here鈥檚 what healthcare and pharma marketers need to know about how online-acquired information influences patient action.

But an equal proportion of members鈥�56%鈥攔eported participating in the respective events, which is a positive sign for Walmart as it tries to grow its subscriber base and turn its service into a must-have for shoppers seeking convenience and value.